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This book is designed to help research buyers make sound decisions regarding international research. Research buyers, as used in this book, could also be a researcher working internally for their own corporate clients. Through a step-by-step discussion of the basic issues and tasks involved in the global research process, this book will help you initiate an international research project, and manage the process from the questionnaire development through the project completion.
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Holly Edmunds, Managing Partner Americas, RS Consulting USA, is a graduate of Albion College, with BAs in Economics and Management and in French. Holly has also pursued graduate studies in Global Marketing at the University of Phoenix and has taught a course in Market Research at the University of Washington. Holly has written two books for the AMA: The Focus Group Research Handbook (1999) and The AMA Complete Guide to Marketing Research for Small Business (1996). Holly's skills and experiences in market research are truly broad: agency and client side, practical and academic, Consumer and B2B, qualitative and quantitative. Holly joined RS Consulting in 2000, fresh from posts with Xerox Engineering Systems as Market Research Manager and with Hewlett-Packard as a Research Specialist. At both companies, she was in charge of major qualitative and quantitative research programs, covering IT equipment and peripherals for both home and business audiences as well as for niche sectors (such as wide format printers designed primarily for architects and engineers). Her main areas of focus were segmentation studies and new concept testing and NPD, but a range of other research responsibilities included, for instance, packaging studies and the development of environmental programs. Holly typically managed research programs that covered both the US and several European countries; but she also gained experience of commissioning and conducting research in Asia Pacific and South America.
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Book Description South-Western Educational Pub, 2006. Hardcover. Condition: New. 1. Seller Inventory # DADAX0324313314